MoMA is, at its core, an empty space, a container waiting to be filled. Once populated, the galleries burst with possibilities as eyes and minds confront new ideas. It is a place where important conversations unfold, not by telling you what to think, but by inviting you to step closer and ask, ‘What do you see?’

Boston-based design studio Regrets Only developed the visual identity for MoMA’s membership programme around the idea of ‘Your MoMA,’ reflecting the museum’s ever-evolving nature. As a space defined by individual perspectives, MoMA means something different to everyone, and membership is where one discovers what it means to them.